However, recently, there has been a decline in the bottle drink market in general. The market downturn is related to customer concerns about the environmental impact of drink bottles.
To address this issue in the short…
Download file to see previous pages...
The problem is succinctly stated in the third paragraph of the case, “the reputation of Quench is currently under threat.” Specifically, its brand image is suffering because its customers “are increasingly concerned with environmental issues linked to packaging, sustainable resources and ecological logistics.” The Guardian recently reported that, “the latest beverage research from Mintel states that 2008 will be the beginning of a significant backlash against plain bottled water.” (Siegel, 2008) Quench is sold in small quantities in plastic bottles and consumers are becoming concerned about the energy costs of their production and, most importantly, the waste that these bottles constitute. In brief, Quench is developing an image problem related to the environmental impacts of the containers its products are sold in.
This problem has been exacerbated by its competitors behaviour. They have experienced the same problems with customer perceptions of their lack of environmental commitment and responded quickly to address these concerns. This has put pressure on Quench to also respond quickly or risk a continually declining reputation while their competitors restore their public image.
One solution would be to reduce the waste left from the containers. This could be achieved through three means. The water could be sold in larger containers producing less waste by volume of water sold. However, their market is sporty, active people and this would reduce the convenience factor associated with smaller bottles and impact negatively on sales.
Secondarily, the company could introduce containers with thinner sides, reducing the waste by producing less waste per container. If the company manufacturers its own bottles this would be an expensive an time consuming alternative as it would necessitate retooling their bottle production lines. If the company purchases its bottles this would present its suppliers with the same problem.
However, whether it
...Download file to see next pagesRead More
0 Figure 4 Pure Label Example 14 Figure 5 Pure Specialized Label Example 15 Abstract The following paper explores the idea of introducing a line of bottled water, branded under the GlaxoSmithKline Corporation. As GlaxoSmithKline is most well known for their pharmaceuticals, both prescription and over the counter products, the addition of a line of bottled water would be best introduced with the idea of nutritional supplements added to the product.
The issue is drinking bottled water, wherein the rhetorical situation concerns the urgency of responding to the problems of drinking bottled water in communities where clean tap water is available and free. The online video genre has the main goals of informing students about the consequences of bottled water and persuading them to change this habit through providing recommendations.
It is estimated that an average person needs approximately four litres of water daily. The increased cases of water-borne diseases have made bottled water to be in high demand, like the rest of consumer goods. It is therefore, important to conduct a case analysis of the bottled water industry, as this industry contributes to the global economy.
In animals it is mainly useful for maintaining the cell turgidity, respiration and enzymatic functions. Human beings use water for several purposes i.e. agriculture, industry and domestic needs. However the most primary use is for drinking purpose. Hence the optimum quantity and quality of drinking water is very important for sustainable human existence.
The scenario appears to be more or less same for both the developed and under-developed nations. There lie several dimensions for this boost in the bottled water demand that will be explored in the paper.
The paper has been split up into two parts: the first part of the paper penetrates into major reasons underlying the enhanced demand for bottled water industry in the context of developed as well as underdeveloped countries of the world.
Proliferation of water bottling company has also been noted in the period indicating how lucrative the business is. Apart from the perceived profitability in the water bottling industry, the upsurge of bottled water has also been fuelled majorly by increased health concerns
Bottled water firms manage and make responsible use of water resources in various ways. One of these is through investments in widely putative science and technology for the purposes of improving the quality of